The Wirecutter Show: "Don't Get Swindled on Black Friday" - Episode Summary

Release Date: November 29, 2024

In this episode of The Wirecutter Show, hosts Christine Cyr Clissett, Kyra Blackwell, and Rosie Guerin delve into the complexities of navigating Black Friday deals. Joined by Nathan Burrow, Wirecutter’s Senior Deals Editor, the discussion offers invaluable insights into distinguishing genuine discounts from deceptive sales tactics. Below is a detailed breakdown of the episode's key points, enriched with notable quotes and corresponding timestamps.

1. Black Friday Shopping Landscape

Rosie Guerin kicks off the conversation by highlighting the magnitude of Black Friday, projecting that over $900 billion will be spent during November and December ([00:35]). She emphasizes the transformation of Black Friday into an extended shopping week encompassing Cyber Monday, making it both the biggest shopping weekend and a confusing period for consumers due to the plethora of advertised sales.

2. The Challenge of Finding Real Deals

Christine Cyr Clissett points out the increasing difficulty for shoppers to sift through numerous deals, many of which may not be as beneficial as advertised ([01:03]). The hosts express concern that retailers have become adept at creating misleading discounts, often presenting deals that are "too good to be true."

3. Inside Wirecutter’s Deal Sweeping Process

Introducing Nathan Burrow, the team explores how Wirecutter’s newsroom, comprising around 100 journalists, meticulously scours the internet for authentic bargains ([01:30]).

Nathan Burrow explains:

"During Black Friday and Cyber Monday, my team is going through all of the potential deals that are flagged by our expert editorial staff. We are also searching organically out in the world. We're checking price alerts that we've set in order to identify price drops." ([01:49])

4. Volume and Selectivity of Recommended Deals

Christine is impressed by the sheer number of products reviewed, with Nathan revealing that last year’s review count was 147,712 potential deals, expecting growth this year ([02:33]). Out of these, only 1,344 deals (approximately 1%) make the recommendation cut ([02:57]), underscoring the stringent criteria for genuine discounts.

5. Criteria for Identifying Genuine Discounts

Nathan elaborates on what qualifies a deal as legitimate:

"It has to be a substantial discount, a meaningful discount on, of course, a quality product." ([03:10])

He uses the UE Wonderboom 4 portable Bluetooth speaker as an example, noting that while a sale price of $80 is common, a reduction to $70-$75 is considered a true deal because it aligns with the product’s lowest observed prices throughout the year ([03:16] - [04:06]).

6. New Deal Categories and Market Dynamics

Kyra inquires about new categories Wirecutter is focusing on, to which Nathan responds that apparel, cosmetics, and gifts are seeing increased attention this year ([05:50]). Rosie and Nathan discuss the evolving retail landscape, with Nathan expressing that finding genuine deals has become harder due to more retailers participating and the extended duration of sales ([06:17] - [08:25]).

7. Three Main Obstacles to True Savings

Nathan identifies three primary challenges:

a. Price Presentation and MSRP Manipulation

"MSRP is often ignored by retailers in favor of their own pricing approach... It's really just another form of discount manipulation." ([08:31] - [09:25])

Wirecutter employs the concept of street price to gauge the everyday cost of products, contrasting it with potentially inflated Manufacturer Suggested Retail Prices (MSRP).

b. Minimum Advertised Price (MAP) Policies

Nathan explains MAP pricing, where retailers agree not to advertise below a certain price, complicating the identification of true discounts:

"Some retailers get around MAP by using coupons or hidden discounts that only appear when you add items to your cart." ([10:04] - [12:47])

c. Quality Concerns with Heavily Discounted Items

Discounted items, especially in electronics like TVs, may be lower quality or outdated models designed specifically for clearance ([13:45] - [15:29]). Nathan advises shoppers to verify model numbers and read reviews to ensure product quality.

8. Practical Shopper Recommendations

To navigate these challenges, Nathan offers several tips:

• Verify Model Numbers: Always match the exact model number from reviews or ads to ensure authenticity and desired features ([21:31] - [22:23]).

• Utilize Browser Extensions with Caution: Tools like Honey and Capital One can provide coupon codes but may track browsing information ([22:33] - [23:55]).

• Avoid Relying Solely on Google Shopping: Nathan cautions against the "Google shopping cul de sac," where search results are biased towards certain retailers and prices ([24:50] - [26:07]).

9. Best Categories to Shop and Those to Avoid

Nathan identifies small kitchen appliances and electronics as categories with historically good deals due to high turnover and margin flexibility ([18:45] - [19:05]). Conversely, the latest tech innovations and outdoor retailers like REI and Patagonia, which do not participate in Black Friday sales, are advised to be avoided for those seeking significant discounts ([20:34] - [21:31]).

10. Final Thoughts and Personal Insights

As the episode concludes, Nathan shares his personal Black Friday shopping goals, highlighting his search for a high-quality turntable ([26:24] - [26:56]), reinforcing the importance of informed and deliberate purchasing decisions.

Conclusion

This episode of The Wirecutter Show serves as a comprehensive guide for shoppers aiming to maximize savings during Black Friday. By demystifying the intricacies of deal verification and offering actionable strategies, Nathan Burrow equips listeners with the knowledge to discern genuine discounts from marketing ploys, ensuring that their holiday spending is both smart and satisfying.